Direct mail is proven to be one of the most successful ways of driving people to your website and increasing sales. In a recent survey carried out by Market Reach (a division of Royal mail), it was confirmed that the open rates for mail far exceed those of email.
Many people are overwhelmed by the volume of email they receive. As a result, they simply don’t open the majority of marketing and promotional emails that come into their inbox.
The statistics are staggering in comparison with email which has approximately an 11% open rate. At JPS Print Consultants, we believe the best results are obtained when using printed mail and email as a combination within your marketing campaign. With the upcoming GDPR regulations on the horizon, we also are seeing that the demand for direct mail is increasing.
- It is far easier to capture a recipient’s eye with a clever physical piece than email.
- The most effective method of driving traffic to website and increasing sales is via direct mail.
- Over 71% of physical promotional mail is opened.
- Direct Mail is kept in a recipient’s home or office for an average of 17 days.
- 23% of mail is shared and passed on to the right recipient in the home.
- Direct mail makes people feel more valued and more likely to buy – almost like receiving a gift.
- 87% of recipients of direct mail are influenced to go on and make online purchases.
- Including direct mail in your marketing mix can increase ROI by 12%.
Direct mail as part of your integrated marketing plan
Online shopping shows no sign of slowing and continues to grow in strength and popularity. As such, there is an important role for direct mail in the marketing mix. By sending an actual piece of literature to a customer or potential client, you have an opportunity to demonstrate the value that you can bring to them in a physical and visual manner.
Choosing to deliver a clever piece of marketing in the post offers an opportunity. Your product or offering can stand out and rise above the noise of the busy digital space. As a retail business selling a physical product, you can use Direct Mail to show off your product. By using high-res images and strong colours you can demonstrate the quality of what you sell.
Our customers find that many promotional emails are filtered into a different folder in some email clients. This is even before a customer has a chance to decide if they wish to open it or not. A targeted physical piece, created with flair and imagination sidetracks these filters. If a piece stands out, due to clever words, imagery or perhaps shape the recipient often keeps it in a prominent place in the house or office, where more people will see it. As an example we received a piece or marketing in the post with a plug attached to it. It told us “not to flush our marketing budget down the drain”. This level of recall would be difficult to obtain with an email sales message.
That’s not to say that only direct mail is needed. It is effective as part of the wider marketing mix and should be used to drive customers towards your digital presence. Physical pieces can be used to inspire a customer to go online and make a decision on purchase. To be effective with a small budget, businesses use data, technology and a variety of media together to give customers experiences they will remember and want to talk about or take action.
JPS Print Consultants – Print Management Solutions
One client we work very closely with in the retail industry used to mail 20,000 brochures each month this time last year. They are now mailing over 150,000 brochures per month. Our client is extremely pleased with the results they are achieving as a result of direct mail. We can help you grow your business by working with you on your direct mail marketing campaigns.
“You can’t replicate the delight of holding a brochure in your hands. Its having that physical touch that many customers want.” Market Reach
The upfront cost of investing in a direct mail can be more expensive than email. However, we find that the average lead value of a customer brought in through direct mail is higher. JPS Print Consultants can help you get more from your marketing investment. If you are new to direct mail, we can help you save 15% on the postage of your first three mailing campaigns. There are also other postal incentives available if you already send direct mail.
Call us today on 0800 0834 827 or email Jason@jpsprintconsultants.com for more information.